4.Eternal Mission (3) Together Strengthening collaboration with local communities—Supporting TOMO NI IKIRU earthquake recovery, stimulating tourism and revitalizing communities JR East cannot continue to thrive unless the East Japan 1 Restoration of segments along the (Restoration of the , Ofunato and Yamada lines) 2 Promoting Japan as a area and Japan as a whole remain vibrant. As a com- Pacific coast damaged by the tsunami Regarding the provisional restoration using a BRT (Bus Rapid tourism-oriented nation pany responsible for railways, which are a crucial social caused by the Great East Japan Earthquake Transit) system, we aim to start BRT operations for the (Collaboration with local communities) infrastructure, and a member of communities, we will Kesennuma Line by the end of 2012 and for the Ofunato Line (Basic policy on restoration of segments damaged by We will work closely with local communities to stimulate consider the future of communities together with local in spring 2013. We will continue to discuss the provisional the tsunami) tourism in the East Japan area. Measures include coordinated communities and take action accordingly. We have restoration of the Yamada Line with local governments. We will coordinate our efforts to restore conventional lines efforts to develop and commercialize tourism resources. We positioned the next five years (from FY 2013 through along the Pacific coast that were damaged by the tsunami Apart from that, we have positioned BRT as a network for will also disseminate a broad range of information, and pro- FY2017) as an intensive period in which reconstruction caused by the Great East Japan Earthquake with other plans to linking communities and people, and will actively implement mote the development of infrastructure supporting tourists, from the earthquake will remain an urgent priority. rebuild the area as a whole and develop towns. To this end, we measures that contribute to the recovery of line-side areas. such as by improving transportation access from train stations Therefore, we will diligently execute measures to revi- will hold discussions with the national and local governments. Measures will include the use of BRT to transport visitors for to sightseeing spots. To promote these measures, we will talize communities and promote tourism in ways sightseeing along line-side areas, develop farmers’ markets strengthen cooperation with local companies, local govern- unique to JR East. Tourism, in particular, is a field where JR East has adopted a plan to restore railways of the Senseki and enhancing the provision of information. In these and ments, tourism organizations and other entities, while work- JR East strengths can be most fully brought to bear. Line between Takagimachi and Rikuzen-ono, the Joban Line other ways, we will revitalize communities in cooperation ing to nurture personnel in the tourism field. Because it is also an industry covering an expansive between Soma and Watari, and the Line between with local governments and companies in line-side area. range of business sectors, tourism can be expected to Watanoha and Urashuku. Construction and other work are (Support for the recovery of the Tohoku region have a ripple effect on the entire regional economy. now steadily under way, with the view to restoring opera- through tourism) Accordingly, JR East will pursue extensive promotion of tions. Safety measures include relocating lines and increasing We will leverage the power of tourism to support the Tohoku tourism across Japan and expansion of tourism by for- the elevation of lines along some segments. Restoration work region in recovering from the earthquake. To this end, we will eign visitors. on the between Urashuku and Onagawa will conduct continuous measures to stimulate tourism by encour- be carried out in coordination with town restoration plans. aging people across Japan to visit the Tohoku region. These In the life-style business, JR East will continue to dem- will include joint destination campaigns conducted in the onstrate its collective capabilities in coordination with (Addressing closed segments including the restricted Tohoku region by the six JR companies, and original Visit railway operations going forward. Mindful of this pri- area around the nuclear power station) Tohoku campaigns held by JR East. ority, we will work to drive further business expansion. We will consider plans in discussion and accommodation with In particular, we will promote three town development relevant parties concerning the restoration of the Joban Line (Introduction of high-grade trains) perspectives that will see us conduct development and between Hirono and Haranomachi, which includes the restricted We will introduce new high-grade trains that will become business expansion initiatives integrated with towns area around the Fukushima Daiichi Nuclear Power Station fol- JR East new flagship, for the purpose of proposing appealing surrounding stations. These measures will be centered lowing the accident, taking into account such factors as prog- travel plans possible only on railways and providing cabin on the development of large-scale terminal stations, ress on decontamination work by the national government, and interiors that evoke a special occasion atmosphere. the Tokyo metropolitan area railway network and core the return of local residents to the affected communities. (Promoting an inbound tourism strategy) regional train stations. To establish Japan as a tourism-oriented nation, we will enhance the information we provide overseas by enhancing the appeal of railway travel. This will be done by establishing a “Golden Route for Travel in East Japan” featuring a combi- nation of the East Japan area’s unique tourism attractions, along with launching a new brand for travel to Japan from abroad. Through these initiatives, we will work to significantly increase the number of tourists visiting Japan, especially the Tohoku region. And by FY2017, we aim to increase revenue from overseas tourists visiting Japan to about ¥10 billion, roughly twice the current level.

18 JR East Group Management Vision V JR East Group Management Vision V 19 4. Eternal Mission (3)

Together Strengthening collaboration with local communities—Supporting TOMO NI IKIRU earthquake recovery, stimulating tourism and revitalizing communities

3 Driving further growth in the life-style (Large-scale development of terminal railway stations) (Developing a line-side area brand that is chosen 4 Measures to fulfill our oler as provider business—Three town In large-scale terminal station development projects at Tokyo, by consumers) of regional transportation development perspectives— Shinjuku, Shibuya, Yokohama, Chiba and Sendai stations, In the Tokyo metropolitan area network, we will continue to (Developing trains that people seek to board for the we see each of these stations as a town in its own right. make line-side areas more attractive and convenient by devel- In the life-style business, we will rigorously adhere to a “selec- “ride” itself) Accordingly, we will work as one with Group companies and oping areas from the multidimensional perspective of town tion and concentration” strategy, as we strive to expand busi- In regional routes, we will develop trains based on new con- others operating businesses in these stations to further development, and not just the railway stations uni-dimen- ness centered on fields where we have a strong competitive cepts that people seek to board just for the “ride” itself, rather increase the value of each station. Furthermore, we will work sionally. As one of the first examples of this approach, we will edge and can capture synergies with railway operations and than as a means of transportation. By providing an amazing closely with local governments and companies in the areas continue to promote a plan for the development of a “Chuo demonstrate the Group’s collective capabilities. Also, we will experience for customers that liberates them from their daily surrounding stations with the aim of enhancing the value of Line Mall” underneath the elevated Chuo Line between work to qualitatively transform existing businesses and enhance lives, we aim to expand the use of trains for tourism. the area as a whole, centered on stations. Mitaka and Tachikawa. brand value in these areas, while actively developing new busi- (Increasing operating efficiency on regional routes) nesses and services, with the aim of driving further growth. • Shinagawa Development Project In addition, considering the needs of customers and residents We will continue working to increase the operating efficiency The Shinagawa area is expected to become much more sig- of line-side areas, we will promote the realignment of various One particular area of focus will be to develop attractive towns of regional routes. At the same time, we will review regional nificant in terms of its functions as a transportation hub facilities and services such as existing station buildings, along centered on railway stations by concentrating appealing ser- routes with low ridership where we are unable to harness the going forward. The Shinagawa Development Project is one with town development in areas surrounding stations. We vices and functions in and around train stations, while address- advantages of railway transportation. Following extensive of Japan’s largest development projects of its kind. For these aim to establish a line-side area brand that makes people ing changes in the environment such as the ongoing aging of consideration of railway usage patterns for these routes since reasons, we will work closely with the community to develop want to live in each area. To this end, we will improve the society and globalization, as well as the needs of customers and the founding of JR East, we will strive to secure an effective an internationally attractive town that is not confined to community amenities available at train stations, while actively communities. We want to create railway stations symbolizing means of transportation together with communities, such as conventional notions. developing the HAPPY CHILD PROJECT* childcare business. towns and regions, where members of the community can by introducing alternative transportation methods. * A Group-wide business for comprehensively supporting childcare activities gather and interact with one another. (Revitalize core regional cities) 5 Revitalizing local industries In core regional cities faced with declining populations, local We will provide assistance to local manufacturing industries governments and other entities are promoting town develop- as part of our initiatives to revitalize communities. Leveraging ment centered on stations. From the third perspective of col- JR East sales networks and expertise, we will implement mea- laboration with these partners, we will strive to revitalize sures such as jointly developing products with local produc- these cities by renewing station facilities, renovating station ers, providing sales channels in the Tokyo metropolitan area buildings, and enhancing public and community functions. and disseminating information. Through these measures, we Furthermore, by enhancing the ability of stations to function hope to contribute to the sextic industrialization* of the agri- as gateways for tourists, we will create railway stations that culture, forestry and fisheries industries and increase demand are highly convenient for both local residents and visitors to for locally produced goods. the region—stations that symbolize the town and surround- * An activity integrating agricultural, fishery and forestry production (primary indus- ing areas as a whole. try) with product processing (secondary industry) and sales services (tertiary industry) in order to create a new industry utilizing local resources. The expression sextic indus- trialization was derived from multiplying one, two and three, implying an industrial- ization integrating the primary, secondary and tertiary industries.

6 Contributing to communities and soci- ety as a whole through medical services

Through the JR Tokyo General Hospital and JR Sendai Hospital, which are directly operated by JR East, we will provide advanced medical services using ICT and other advances. Meanwhile, as a trusted regional medical center, we will enhance cooperation with other medical institutions in the surrounding areas in order to contribute to communities and society as a whole.

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